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Handicraft entrepreneurs often lack the marketing funding needed to achieve brand awareness and, ultimately, sales. While positive word-of-mouth (WOM) from customers can bridge the funding gap, handicraft entrepreneurs may not have knowledge of how to generate WOM effectively. The purpose of this study is to examine role of self-schema and brand love in generating positive WOM in a developing country research context, namely, South Africa.

This study used a quantitative approach. A survey was completed by 250 South African respondents who purchase handmade home décor items. The interrelationships between constructs were analysed using covariance-based structural equation modelling.

Self-schema and brand love are instrumental in generating positive WOM, albeit via different underlying mechanisms. Brand love mediates the relationships between self-schema (inner- and social self) and positive WOM.

This paper contributes to the entrepreneurial marketing (EM) field theoretically by providing a needed customer perspective for EM strategies from a developing country. Moreover, by considering underlying cognitive and emotional processes that underpin WOM, the authors demonstrate how handicraft entrepreneurs can use customers as a resource in their marketing strategy. Practical recommendations for handicraft entrepreneurs and policymakers are also offered.

Intersectionality addresses complex avenues of oppression that emanate at the intersections of one’s identities. However, the intersectional framework assumes static identities, which are increasingly being acknowledged for their fluidity. This research explored the extent of the fluidity of social identities to draw implications for the application of the framework in research.

27 participants from a post-graduate elective course on diversity and inclusion identified their significant social identities, and submitted a write-up using hermeneutic phenomenology in which the participants shared their lived experiences of the fluidity of their social identities in different spaces they occupy or find themselves in.

Fluidity-triggering stimuli in different environments and their associations with identity-related motives were uncovered using thematic analysis. Stimuli operating at micro-, meso- and macro-levels rationally explained identity fluidity. However, in addition to types, intensity and frequency of stimuli, psychological factors, such as identity status, were decisive in determining the degree of generalization of stimuli across individuals and spaces that significantly influenced identity fluidity.

This research explored the extent of the fluidity of social identities to draw implications for the application of the intersectional framework in research. The findings contribute to future research by identifying limitations of the intersectional framework based on the fluidity of social identities arising from environmental stimuli that operate at micro-, meso- and macro-levels, and the extent of psychological generalization of these stimuli across spaces.

The paper aims to close a literature gap by proposing a comprehensive conceptual soft skills competency framework for enhancing graduate intern employability through the cultivation of employability capital.

The study employed a theoretical inquiry and delved into the existing literature on employability, soft skills competencies and employability capital to establish a comprehensive foundation to formulate the conceptual framework. A content analysis of existing empirical studies was conducted to derive a generic list of employers’ required soft skills. A Delphi technique was employed to harness expert consensus and insights into the derived framework.

Employability capital can be cultivated in the setting of work-integrated learning programmes and synergised through emotional and social intelligence interventions to enhance soft skills competency and graduate employability.

The soft skills identified may overlook other important skills required by employers. Increasing participation in the Delphi study could yield additional valuable insights. Validation of the framework is needed in practical settings to understand its effectiveness and applicability to real-world organisational needs.

This study significantly enhances understanding of the role of employability capital in soft skills competency development and graduate employability through work-integrated learning programs and self-development. In addition, the framework has the potential to positively impact the employer-employee relationship.

The key theoretical contribution is a soft skill development framework that offers employers and graduates a means to identify and address deficiencies through WIL and self-development.

Tracing the development of a parallel-engaged pedagogy of care that extended and adapted the critical and transformative pedagogies of Freire, De Sousa Santos and hooks to the South African context. The development of this transformative pedagogy addresses the local conditions of an architectural design studio at a postcolonial, post-Apartheid and post “Fees must Fall” protests South African university. This pedagogy used practice-based design research to build a more conscious, critical and careful design practice in both students and educators.

The pedagogy was developed through participatory action research, over five years, from 2019 to 2023 including two years of the COVID-19 pandemic. Parallel and active engagement of students and educators within a nurturing and caring environment evolved from year to year, through a conscious and critical reflection on the process. Student surveys, reflective essays and focus groups unearth the impact of the parallel-engaged pedagogy of care.

The parallel-engaged pedagogy of care was shown to support and scaffold students becoming more conscious, critical and careful in their design practices validating diverse lived experiences as generative for design and important for social justice and transformative equity.

The parallel-engaged pedagogy of care is part of a global shift to more transformative pedagogies that address student diversity and decoloniality.

Through dismantling traditional hierarchical teaching modes, the pedagogy is more student-led, agile and adaptable. Through centring and demonstrating care in the pedagogy, students are encouraged to develop both self-care and care in their design practice. This is especially critical in the South African context where the cultural capital of the institution, with its roots in colonial and Apartheid education differs from that of the majority of students of colour.

Branding is essential for business survival and growth, particularly for small firms in their early development. However, small firms approach branding differently than large organisations. This study aims to delve into the evolution of small firm brands over time, emphasising the role of founders’ personal identities on shaping their firms’ brands. It also explores how these firm brands develop through ongoing interactions with stakeholders.

Over eight years, empirical material was collected through a longitudinal multi-case study of small firms and their brands, using in-depth interviews over time with founders as the primary data source. Thematic analysis was used to analyse the empirical data.

This research reveals the intertwined relationship between founders’ identity work and small firm branding. The authors emphasise how founders use their personal identities to shape their small firm brands, influencing recognition, differentiation and value creation. As firm brands evolve over time, they often deviate from founders’ identities due to stakeholder pressure from within and outside the organisations.

This study addresses a significant gap in the literature by focusing on the branding processes within small firms, which have been largely overlooked in favour of larger organisations. By exploring the transformative journey of small firm brands from inception through development and ownership changes, this research elucidates the intricate entanglement of founder identity and brand. It highlights the distinctive challenges faced by small firms, offering new insights into their branding dynamics.

This study aims to deeply explore the factors influencing mobile game players' willingness to make in-game purchases, providing references for game developers and marketers to formulate effective strategies.

This research integrates the coolness factors and hedonic motivation system acceptance model to construct a comprehensive theoretical model analyzing mobile game players' willingness to make in-game purchases. The framework includes multidimensional variables such as joy, coolness, immersion, and game experience. Using data from 392 surveys collected from mobile game forums and social networks, the study employs structural equation modeling to analyze the factors and mechanisms influencing players' willingness to make in-game purchases and to verify the related research hypotheses.

The findings reveal that coolness factors have a significant positive impact on game experience and immersion, which in turn affect players' willingness to make in-game purchases. Game experience has a significant positive impact on both immersion and purchase willingness. A good game experience not only increases players' immersion but also directly enhances their willingness to make in-game purchases. Immersion plays a mediating role in the influence of coolness factors and joy on purchase willingness.

By integrating coolness theory with the hedonic motivation system acceptance model, this study constructs a comprehensive model to explore mobile game players' willingness to make in-game purchases. The combination of variables, including personal psychological and social psychological factors, provides a thorough analysis of the factors influencing mobile game purchase willingness, enriching existing research.

Hiring employees with criminal records has become a heightened topic of conversation for hospitality practitioners. The labor shortage in the hospitality industry has increased consideration for individuals impacted by the justice system, bolstered by programming such as second-chance vocational training programs. However, hospitality practitioners with second-chance employment practices have had challenges managing the multiple stakeholder relationships to employ and retain justice-impacted employees. The purpose of this paper is to aid practitioners in the hospitality industry with an innovative and inclusive hiring practice with timely implications in the United States.

This paper will emphasize the correctional system actors, community-based partners, and justice-impacted employees as salient stakeholders in such hiring contexts. Employing a stakeholder theoretical perspective, we outline a stakeholder map for hospitality practitioners with fair chance hiring practices to better understand second-chance employees.

Organizations do not sit on the periphery of a community; they are interconnected with the community in many direct and indirect ways. Past research has yet to identify a relationship between stakeholder theory and second-chance employment when the stakeholders involved in this employee population are arguably extended. By providing a stakeholder mapping process second-chance employment context, the interwoven actors’ needs can be more holistically assessed.

In America, individuals with a criminal record are often a forgotten and stigmatized labor pool. With this paper, we aim to break down barriers of bias while encouraging the narrative toward true Diversity, Equity, Inclusion, and Belonging (DEIB) hiring practices. Multiple stakeholder management is often an organizational challenge, and by providing this framework, we provide guidelines to practitioners while highlighting the opportunity for community leadership. To that end, we provide guidelines for hospitality practitioners intending to increase justice-involved employee retention through stakeholder relationship management.

Supply chain (SC) professionals are increasingly working alongside business partners of diverse backgrounds, which has been argued to engender both innovation and creativity but also found as potentially detrimental to SC relationships and performance. To reconcile these views, this study explores two mechanisms – supplementary (similarity) and complementary fits – at the surface (observable traits) and deep (unobservable characteristics) levels and their impact on a focal firm representative’s perception of a SC partner’s trustworthiness.

Model was tested using survey data from 285 managers involved in interorganizational SC relationships.

Results indicate that a focal firm representative’s perception of supplementary and complementary fits with a SC partner positively impacts their perception of the partner’s trustworthiness. However, the effects of similarity at both surface and deep levels and complementarity weaken each other.

Understanding the mechanisms of diversity in SC relationships is crucial for fostering trustworthiness and achieving organizational objectives. Firms should evaluate both supplementary and complementary fits when hiring or assigning roles. Embracing a complementary fit not only promotes diversity but also mitigates the negative impact of similarity bias, ultimately strengthening trustworthiness within the organization's SC ecosystem.

By simultaneously examining individual and combined effects of two unique mechanisms of supplementarity and complementarity at the surface and deep levels, this study sheds light on inconsistent findings of the effects of diversity in the SCM literature.

This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty.

A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA).

Findings indicate that social media marketing activities strongly and positively influence self-brand connection, brand equity and brand trust. Moreover, brand loyalty was strongly and positively influenced by self-brand connection, brand equity and brand trust. Moreover, the findings from fsQCA indicate that three causal paths lead to a high level of brand loyalty, and one causal path determines a low level of brand loyalty.

This research extends current knowledge by bridging the literature between social media marketing activities and branding using self-brand connections. Additionally, this study uses the strength of two complimentary methods – symmetrical and asymmetrical modeling – to uncover how social media marketing activities bridge customer-brand relationships.

Este estudio examina las interrelaciones entre las actividades de marketing en redes sociales, las conexiones de marca propia, el valor de la marca, la confianza y la lealtad.

Se recopilaron 402 respuestas válidas de Amazon MTurk, y los datos fueron sometidos a PLS-SEM y análisis cualitativo comparativo con conjuntos difusos (fsQCA).

Los resultados indican que las actividades de marketing en redes sociales influyen fuertemente y de manera positiva en la conexión de marca propia, el valor de la marca y la confianza en la marca. Además, la lealtad a la marca es influenciada fuerte y positivamente por la conexión de marca propia, el valor de la marca y la confianza en la marca. Además, los resultados de fsQCA indican que tres vías causales conducen a un alto nivel de lealtad a la marca, y una determina un bajo nivel de lealtad a la marca.

Esta investigación amplía el conocimiento actual al vincular la literatura entre las actividades de marketing en redes sociales y el branding utilizando conexiones de marca propia. Además, este estudio utiliza dos métodos complementarios – modelado simétrico y asimétrico – para descubrir cómo las actividades de marketing en redes sociales construyen las relaciones entre cliente y marca.

本研究探讨社交媒体营销活动、自我品牌连接、品牌资产、信任和忠诚度之间的相互关系。

从亚马逊MTurk收集了402个有效回复, 并对数据进行了PLS-SEM和模糊集合质性比较分析 (fsQCA) 的处理。

研究发现, 社交媒体营销活动对自我品牌连接、品牌资产和品牌信任产生了强烈而积极的影响。此外, 自我品牌连接、品牌资产和品牌信任也对品牌忠诚度产生了强烈而积极的影响。fsQCA的结果显示, 导致高水平品牌忠诚度的有三条因果路径, 而导致低水平品牌忠诚度的有一条因果路径。

本研究通过构建社交媒体营销活动与品牌之间的桥梁, 利用自我品牌连接, 扩展了当前知识。此外, 利用对称和非对称建模两种互补方法的优势, 揭示了社交媒体营销活动如何建立客户品牌关系。

Grounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse buying intentions under the moderating influence of wishful identification.

This study collects survey responses from an online sample of 232 social media users and analyses them using partial least squares structural equation modelling.

This study delineates two distinct pathways influencing online impulse buying intentions within influencer marketing: direct consumer–product congruence and the conditional role of consumer–influencer congruence. Particularly, the alignment between a consumer’s self-image and the product’s attributes independently drives online impulse buying intentions. Conversely, consumer–influencer congruence, despite high alignment, fails to spur online impulse buying intentions unless amplified by wishful identification – the consumer’s aspirational desire to emulate the influencer. This finding underscores the complexity of impulsive consumer behaviours in the digital marketplace, highlighting the pivotal role of product appeal and the conditional influence of influencer relationships on spontaneous purchasing decisions.

This study pioneers by elucidating the congruence interplay between consumers, influencers and products in online impulse buying, emphasising wishful identification as a critical moderating factor. Theoretically, it expands self-congruency theory by detailing the distinct roles of congruence types on impulsive behaviours, notably underlining the essential role of wishful identification for the effect of consumer–influencer congruence. Practically, the insights equip brands with a deeper understanding of the key drivers behind impulsive purchases in an influencer-centric digital marketplace, offering strategic guidance for optimising influencer collaborations and product presentations to enhance consumer engagement and sales.